Striking the Right Note

When it comes to turning prospects into customers, you need to be ‘pitch perfect’. ROBIN KERMODE shows how

Once you’re up to speed and fully prepped it’s easy to think that you will be “pitch perfect” every time, but what is the key ingredient that moves you from a good sales executive to a great one? Do you match the energy of a professional comedian? Or have the calm gravitas of a world leader? Ultimately, all you need to do is connect with the audience so that they want to listen to you. With this in mind, here are ten simple steps to win over your audience, every time.

1UNDERSTAND THE EMOTIONAL JOURNEY OF A SALE Imagine a customer buying a new car. It’s a major purchase, so when they finally sign on the dotted line they are likely to be both excited and worried. They might wonder whether they have bought the right car, and they might also feel a little under pressure, having perhaps bought the car before they were ready. It’s at this moment in time that the customer feels most anxious. Yet conversely, at the same moment, the salesperson is at their happiest – because they’ve got the sale.

Now fast forward a few days when the customer arrives to collect their car – they’re over the moon with excitement at the prospect of picking it up. But this is the moment the salesperson is least interested in them. They’ve already achieved this sale and are probably more interested in new prospects in the showroom.

No matter the industry, sales executives must be aware of the differences in the emotional cycle during the sales process. This means you must try to understand how the customer might be feeling at any stage in the process. If you do this, they will like and trust you. And, as we know, people buy from people they like and trust.

2ASK CUSTOMERS QUESTIONS Before you launch into any sales pitch, start by asking the customer open-ended questions about their needs.

While it is tempting to jump straight in with

“It’s a wellknown fact that no one wants to be sold to – we all want to feel that a purchase is our idea”

your well-rehearsed pitch immediately, in doing so you might come across too strong, too early. The customer wants to feel this process is all about them, and you helping to meet their need or solve their problem, not about you trying to get the sale. It’s important to ask these questions because you shouldn’t recommend a product or service unless you know what the customer’s needs or issues are.

3LISTEN CAREFULLY TO THE ANSWERS Have you ever been to a party where someone asks you if you are going on holiday this year? Often, they aren’t really interested in your reply; they’re merely asking you so they can brag about their wonderful holiday.

Questions are very important for building up your sales rapport, but listening to the answers is equally crucial. So, always remember to ask questions and listen to the answers – rather than simply using an opening question as a launchpad for your pitch.

4REPEAT WORDS BACK TO THEM You can build empathy with customers by using familiar language. For instance, if they’ve identified a situation or an issue that they find “worrying” or “irritating”, then repeat that exact phrase back to them later on in the conversation. For example, “I can understand how worrying that might be for you,” or “That must be very irritating.” Repeating the exact words back shows that you’ve been listening and quickly builds empathy.

5EVERY TIME IS THE FIRST TIME Rehearsing is good, but on the big day your pitch must sound fresh. If you sound like you’ve over-rehearsed it, the customer will spot it a mile off. A pitch should feel like it grows out of a conversation. It should feel spontaneous. Ideally, of course, a pitch shouldn’t sound or feel like a pitch at all – you are merely solving the customer’s problem and addressing their needs.

6HANDLE YOUR PRODUCT WITH CARE If you are selling an actual product, handle it with great reverence and care. Take it out of the box gently. Don’t plonk it on the table with a bang. Handle it as if it’s the most special thing on the planet, as this shows respect for what you are selling, strengthening its credibility.

7SPEAK WITH AUTHORITY AND GRAVITAS To have or to speak with gravitas is something that is often easier said than done. But it’s actually pretty easy. You want your customers to trust you, but they will only do that if they are convinced that you believe what you’re saying. To do this, you have to avoid speaking “on” your throat and instead must speak from lower down in your body. There is a simple way to achieve this. Try sitting in a chair and place a hand on your lower stomach, below your belly button. Now, as you breathe in, try to breathe into your hand, low and slow. Try breathing in for a count of three and out for a count of three. Do this three times, breathing low all the time. Now, when you speak out loud, your voice will sound much more relaxed. You will naturally speak from your centre, giving you instant authority.

8OPEN YOUR THROAT Continuing the idea of speaking with relaxed authority – here is another great voice exercise. This will open your throat and bring your voice forward in a relaxed, confident way. You must do this exercise before your meeting as it involves sticking your tongue out. Stick your tongue out as far as it will go and try and recite the whole of the children’s nursery rhyme Humpty Dumpty. It’s hard to speak with your tongue in your mouth, but try to articulate and keep pushing your tongue out as far as it will go. Trust me on this – you’ll be amazed how much more “open” your voice sounds after this exercise.

9MAKE IT SEEM LIKE THEIR IDEA It’s a well-known fact that no one wants to be sold to – we all want to feel that a purchase is our idea. Never push the sale – suggest ways in which your product or service might solve the customer’s needs, but always allow them to feel it’s their decision to sign on the dotted line.

10DON’T ALWAYS GO FOR THE BIG SALE It can often work well if you suggest that a customer doesn’t need all your products. Try going for the long sell – they will trust you even more because you aren’t selling them something they don’t require. And next time they might even come back and buy the entire catalogue.

We all tend to buy from people we like and trust. So always start out by trying to solve your customer’s needs. Make the customer feel valued and they will trust you – and buy from you.

ROBIN KERMODE is founder of Zone2, a consultancy specialising in communications training and coaching. He is author of SPEAK so your audience will listen – 7 steps to confident and successful public speaking (Amazon/Kindle and Audio book). Visit: www.zone2.co.uk